We developed this "by invitation only" event series for Guinness to recruit new brand acceptors and create advocates by defending, solidifying, and amplifying the brand’s reputation against growing premium imports and craft beer challengers. We wrote, directed, and produced the defining brand story that was shown at the events. The story was broken up into chapters so we could incorporate the live, comedic entertainment and sampling of Guinness’ four variants throughout the Believer experience. Over 10,000 consumers attended 63 events in 7 cities. The brand received an over 60MM media impressions via Thrillist, Urban Daddy, Instagram and Facebook.